Behavior of Exposure to Online Media affecting The Decision to Participate in Esports Events

Abstract

This article aimed (1) to study demographic factors and types of online media that affect the decision to participate in esports events, (2) to study behavior of exposure to online media that affects the decision to participate in esports events. This research is a Quantitative Research. The sample group is Thai people aged 18 years and over who have experience in participating in esports events. The convenience sampling method was used, totaling 400 people. The instrument for collecting data was including questionnaires. Analysis data by percentage, mean, standard deviation and test the hypothesis by inferential statistics analysis F-test (One - Way Analysis of Variance) and multiple regression analysis. The result of the study found that: the sample group had the highest exposure to online media in terms of experiential exposure followed by exposure to information and information seeking. The sample group decided to participate in an e-sports event the highest deciding to participate, followed by the aspect of recognizing problems or needs, and followed by the aspect of searching for information or seeking information and evaluating alternatives have the same average. The results of the hypothesis testing found that demographic factors of age, occupation, and income had different decisions to participate in e-sports events with statistical significance at the 0.05 level. The demographic factors of gender and education level had no different decisions to participate in e-sports events. And the media exposure behavior that affects the decision to participate in e-sports events, including information seeking, information exposure, and experience exposure, affects the decision to participate in e-sports events with statistical significance at 0.05.